MediaPaedia Broadcast launches specialist subtitling arm

MediaPaedia Broadcast, the channel operations company that helps broadcasters launch, run and monetise their TV channels effectively, today announces that it has launched a subtitling company. SubText Digital will offer subtitles for advertising, for long-form content and translated subtitles in multiple languages.

Chris Parsons, Chief Exec, SubText Digital & MediaPaedia Broadcast said

“Building on the long form subtitling work we already do for Talking Pictures TV and other clients, we are delighted to launch a specialist company, now offering a range of other subtitling solutions.”

New research released by SubText Digital today shows that people of all age groups use subtitles for a variety of reasons; including to help them understand accents, decipher mumbling or to prevent disturbing sleeping household members or neighbours. Younger people are much more likely to use subtitles regularly, with 62% of 18-24 year olds using subtitles at least two times per week, compared to only 23% in the 55+ category. Nearly half of 18-24 year olds use subtitling all the time; as opposed to only one in ten 55+ year olds.

“Our research shows that: 64% of all age groups view a brand that uses subtitles as more socially responsible than those that don’t,” Parsons goes on to add. “A key part of the SubText Digital value proposition is to make the process of subtitling adverts accessible to all by offering a transparent pricing structure for all customers, no matter how big or small.”

SubText Digital launches with the announcement that it has won UK TV broadcaster JML as a client for subtitling advertising. Chris Scally, Head of Broadcast, at JML said

"JML's philosophy is 'making everyday easier’ for everyone and therefore, we want to lead the way by driving inclusivity, opening up our advertising to as many audiences as we can through subtitling. We are pleased to be able to partner with SubText Digital to offer this.”